Microsoft’s App Store killer: The 12 Commandments

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Skype client running on Windows Mobile.

Microsoft's App Store-killer dubbed Windows Marketplace for Mobile.

Yesterday, Microsoft published a new document for developers that lists twelve application types that won’t be allowed in the Windows Marketplace for Mobile, also known as Microsoft’s App Store-killer. Microsoft’s twelve rules for its upcoming mobile app bazaar prohibit rival stores, restrict VoIP apps to WiFi only and cap over-the-air app downloads to 10MB. Third-party apps aren’t allowed to change your default browser, SMS, MMS and dialer programs or run the code outside of Microsoft-allowed runtimes.

If you have been waiting for the arrival of Windows Mobile 6.5, the next version of Microsoft’s mobile operating system, in the hope that its built-in application store would bring more relaxed policies over Apple-imposed restrictions in the App Store, you will be disappointed.

As expected, programs that act as storefronts for rival app stores will be banned from Microsoft’s mobile application bazaar. Also, apps that promote rival content stores for apps, games, themes and other content are also a big no-no in the software maker’s store.

While it was kind of expected that the software giant would want to keep rival stores off the Windows Mobile 6.5 phones, there are more serious restrictions. For example, Microsoft’s store doesn’t allow VoIP programs that run on cellular networks, effectively prohibiting, say, mobile Skype clients from allowing users to talk for free or cheap using carriers’ cellular networks, relying on WiFi connectivity instead.

Just like the App Store, Microsoft’s store won’t allow over-the-air application downloads larger than 10MB, unless you are using WiFi connection. Although Windows Mobile 6.5 will allow user interface skinning through UI themes offered in the store, it won’t allow apps that change, modify or remove built-in dialer, SMS and MMS programs, or those that change the default browser on the device.

Interestingly, there’s nothing in Microsoft’s terms that would prohibit developers from creating adult content, like porn or gambling apps.

Windows Mobile 6.5 and Windows Marketplace for Mobile are both scheduled to launch in the second half of 2009. BlackBerry maker RIM also has an app store dubbed BlackBerry App World. Nokia will open Ovi Store for business later this month, with apps and other types of content tailored to Nokia devices. Palm is also expected to unveil its application bazaar for Pre soon.

Read more about prohibited application types in Microsoft’s PDF document or check out my distilled version bellow.

Apps that publish data without your consent or don’t provide opt-out capability. Users’ data includes contacts, photos, SMS or other text communications, browsing history, location information and other data on the device or in the cloud but accessible from the device.

Now that everybody has an app store, we’re starting to realize that Apple’s App Store has been unfairly criticized over business terms and even approval policies. When you think of it, major mobile application stores operate to the same set of rules that Apple wrote a year ago. While there are differences between rival stores, they do share more in common. For instance, major mobile stores offer virtually the same business deal for developers.

Google’s Android Market, Apple’s App Store, and Microsoft’s application bazaar all allow developers to submit free programs, but take 30 percent of the revenue that developers make on paid apps in order to cover hosting, micropayment and bandwidth fees. Unlike Microsoft and Apple who keep their cut of the revenue to themselves, Google takes only a fraction of its 30 percent cut to cover costs associated with running the store while handing the remaining portion directly to carriers. The search giant was likely forced into this concession in order to get a bit more relaxed policies for third-party Android programs that utilize carriers’ cellular networks.

When you think of it, all three aforementioned stores suffer from virtually the same carrier-imposed limitations, like restricting apps downloads over 10MB in size or limiting VoIP programs to WiFi connectivity only. Even Google’s Android Market that advertises total openness and lack of screening had to remove third-party modem tethering applications from most markets, following the pressure from local carriers.

Despite the fact that everyone has an app store now, taking down the App Store will be easier said and done. The iPhone store became remarkable success in no time, having amassed a billion application downloads in barely nine months of existence, or an average of 27 apps per user. This achievement makes the App Store $1 million a day business, supported by over 37 million Apple devices in the wild that run the iPhone platform.

Recent comScore survey said that an estimated 59 percent of iPhone users have downloaded software from the App Store, more than double Windows Mobile users and five times more than an average mobile user.

Speak Your Mind

Vizard_Krenshaw

to the author: why is it that you called everyone by their names except Microsoft? “Google’s Android Market, Apple’s App Store, and Microsoft’s application bazaar “ should that be microsoft’s Marketplace? still the bazaar isn’t a bad name for an application store.
and yes the App store should even get more critisized for its hypocritically biased aproval process and lack of payment to the devs.
your last paragraph is a load of crap in itself. there’s no way comScore can track how many times users of other platforms download things to their phones because there hasn’t been a central point to download from, it was all over the place. the App Store is a central point for the iphone so they are able to tract that.